Storytelling for Grantseekers: A Guide to Creative Nonprofit Fundraising

APPEAL LETTERS

Appeal letters are probably the most obvious vehicle for applying the storytelling method. Typically, appeal letters have an emotional tone, as they are used to motivate individuals to make a donation, be it a first-time, renewal, or upgraded gift (it is rare for major gifts to come in response to a written appeal). An appeal letter must open with a strong hook. This encourages the reader to keep reading. Appeal letters use vivid, precise language. They frequently incorporate client stories and quotes (as discussed in Chapter Five). The need must be obvious and urgent. Like a grant proposal, an appeal letter is most often composed of several different components. At minimum, there’s the outer envelope, a remit envelope or other ...